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If you're familiar with Jimmy Fallon as host of "Late Night" and, now, "The Tonight Show," you know that one of his schticks is playing popular songs to the accompaniment of small, handheld instruments you would expect to see in Elmo's backup band, as opposed to the E Street Band.

Recently, Fallon and Co. did its interpretation of "Let It Go" from the movie "Frozen," fronted by the woman who made it relentlessly famous: Idina Menzel — or as John Travolta calls her in his mental AutoCorrect, "Adele Dazeem."

Among the instruments: wood blocks embossed by the letters "L," "I" and "G" and made by Grand Rapids-based Lindenwood Inc. Enter the power of Twitter. MLive.com reported that Fallon's tweeting generated 243 retweets and 1,349 favorites for the company. Lindenwood owner Pete Bultman called the cameo of the company's Uncle Goose blocks "quite cool."

And in an era of smartphones and tablets, it's notable that over the past five years, the company's revenue has increased by double digits, MLive reported. Lindenwood employs about 20 people.

Bultman said Lindenwood doesn't pay for product placements but does make them available as props. He said he also has seen the blocks in the TV show "Mad Men." (Probably reeking of cigarette smoke and scotch.)